论文总字数：22748字

摘 要

面对消费者需求不断升级的今天，国内乳业市场竞争越发地激烈。同时随着国内乳畜业的不断发展、畜牧场的不断建立，基础设施逐渐完善；国内物流体系的全面建设与冷链物流的发展，低温乳制品成为了如今的消费趋势，这使得国内各大乳制品企业面临着不同的风险与机遇。相对于面向全国的大品牌奶企，地方奶企面临着更大的挑战。如何结合市场改变自身的营销战略和产品策略成为了地方奶企面临的首要问题。菊乐乳业作为扎根四川近半个世纪的地方乳企，旗下多种产品陪伴了一代四川人的成长，在本地人心中有着重要地位。但近年来蒙牛、伊利等大品牌奶企进入本地市场，增加了菊乐乳业的竞争压力。如何利用自身优势巩固本地市场地位并进行发展，是菊乐乳业目前面临的切实问题。

以往的相关研究中，大部分的研究者多从整个乳制品行业对相关乳企进行分析，虽然取得了较为理想的成果，但并不全面适用于区域性乳企，本文将以四川菊乐食品股份有限公司的乳制品产业优化为研究对象，综合运用SWOT分析法分析菊乐乳业的产品策略的优势以及劣势，对企业整体的发展策略及产业优化进行了深入的研究，同时对企业的营销策略以及产品的营销策略的现有问题作出合理、切实可行的意见以及实施计划，并且结合其他学者对市场营销策略的研究与分析，并得出了以下结论：

首先，菊乐企业的乳制品产业需要进一步优化产业结构，以现有主打产品为核心基础并逐渐增加低温奶市场，充分发挥现有基础产业在四川本地的深厚底蕴优势，进一步实现集中化多元经营，为攻入低温奶市场提供坚实后盾。同时要进一步加大低温产品配套基础设施建设，完善社会服务体系，不断提升产品质量，优化资源配置，提升企业在本地乳制品品牌中的影响力水平与竞争力水平，充分发挥四川区域乳企龙头品牌效应优势。其次，提高企业与奶源基地以及奶牛养殖牧场的利益紧密程度，提高奶源供给效益、形成良好的合作关系与良性循环和优势互补。第三，建立乳制品冷链运输体系，保障低温奶向外省输送的基础条件，同时充分利用各类资源建立省外奶源基地以及运输渠道，为进入外省市场提供基础条件。

本文研究对象所涉及的资料较为稀少且较为复杂，且部分数据进行过实地调查，并不代表所有实体结果，无法做出全面的判断与结论，所以存在部分数据资料完备性存在不足的情况；且由于资料获取面较广，信息量大，因此在数据资料的选择上会出现一定的纰漏，所以在实地调查对于一些店铺并不完全适用。同时本文主要研究的对象仅限于四川菊乐食品股份有限公司，可能一些观点存在一定的局限性且并不适用于所有区域性乳制品企业。

关键词：菊乐食品产业优化；SWOT分析

Analysis of the Marketing Strategy of Jule Dairy

Abstract

In the face of the escalating consumer demand today, the domestic dairy market competition is more and more fierce. At the same time, with the continuous development of domestic dairy industry and the establishment of livestock farms, the infrastructure is gradually improved; With the comprehensive construction of domestic logistics system and the development of cold chain logistics, low-temperature dairy products have become the current consumption trend, which makes domestic dairy enterprises face different risks and opportunities. Compared with big brand dairy enterprises facing the whole country, local dairy enterprises are facing greater challenges. How to combine with the market to change their marketing strategy and product strategy has become the primary problem faced by local dairy enterprises. As a local dairy enterprise rooted in Sichuan for nearly half a century, Jule dairy has a variety of products to accompany the growth of a generation of Sichuan people and plays an important role in the local people. But in recent years, Mengniu, Yili and other big brand dairy enterprises have entered the local market, increasing the competitive pressure of Jule dairy industry. How to use its own advantages to consolidate the local market position and develop is a practical problem facing Jule dairy industry.

In the past, most of the researchers analyzed the related dairy enterprises from the whole dairy industry. Although they have achieved ideal results, they are not fully applicable to regional dairy enterprises. This paper will take the optimization of dairy industry of Sichuan Jule Food Co., Ltd. as the research object, The SWOT analysis method is used to analyze the advantages and disadvantages of Jule dairy"s product strategy, and the overall development strategy and industrial optimization of the enterprise are deeply studied. At the same time, reasonable and feasible opinions and implementation plans are made for the existing problems of the enterprise"s marketing strategy and product marketing strategy. Combined with the research and analysis of other scholars on marketing strategy, the paper puts forward some suggestions, The conclusions are as follows.

First of all, the dairy industry of Jule enterprises needs to further optimize the industrial structure, take the existing main products as the core, gradually increase the low-temperature milk market, give full play to the deep foundation advantages of the existing basic industries in Sichuan, further realize the centralized and diversified operation, and provide a solid backing for entering the low-temperature milk market. At the same time, we should further increase the infrastructure construction of low-temperature products, improve the social service system, continuously improve the product quality, optimize the allocation of resources, enhance the influence level and competitiveness level of enterprises in the local dairy brands, and give full play to the leading brand effect advantages of Sichuan regional dairy enterprises. Secondly, it is necessary to improve the close degree of interests between enterprises and milk source bases as well as dairy farms, improve the efficiency of milk supply, and form a good cooperative relationship and virtuous circle with complementary advantages. Third, establish the cold chain transportation system of dairy products to ensure the basic conditions for the transportation of low-temperature milk to other provinces. At the same time, make full use of all kinds of resources to establish milk source bases and transportation channels outside the province to provide basic conditions for entering the market of other provinces.

In this paper, the data involved in the research object is relatively rare and complex, and part of the data has been investigated on the spot, which does not represent all the entity results, and can not make a comprehensive judgment and conclusion, so there is a lack of completeness of some data; And because of the wide range of data acquisition and large amount of information, there will be some mistakes in the selection of data, so the field survey is not completely applicable to some stores. At the same time, the main research object of this paper is limited to Sichuan Jule Food Co., Ltd. some viewpoints may have some limitations and are not applicable to all regional dairy enterprises.

Keywords: Jule Food Industry Optimization; SWOT Analysis;

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的及意义 1

1.3 研究内容及方法 1

1.3.1 研究内容 1

1.3.2 研究方法 2

第二章 相关概念界定与文献综述 3

2.1 相关概念界定 3

2.1.1 4P营销理论 3

2.1.2 SWOT理论分析法 3

2.2 文献综述 4

第三章 菊乐食品股份有限公司现状分析 5

3.1 菊乐食品股份有限公司现状 5

3.1.1 菊乐食品股份有限公司简介 5

3.1.2 菊乐食品股份有限公司销售现状 5

3.2 菊乐食品股份有限公司存在的问题及成因分析 7

3.2.1 销售市场过于集中 7

3.2.2 产品结构单一 7

3.2.3 供应渠道单一 8

3.2.4 缺乏品牌规划 8

第四章 四川菊乐食品股份有限公司SWOT分析 9

4.1 优势分析 9

4.1.1 核心产品区域竞争力强 9

4.1.2 在细分市场中的领先地位与先发优势 9

4.1.3 优质的奶源供给优势 10

4.2 劣势分析 10

4.2.1 对比全国性乳企，公司的规模较小 10

4.2.2 省外品牌知名度较低 10

4.2.3 外部融资获取渠道单一 10

4.3 机会分析 10

4.3.1 乳制品消费市场的增长 10

4.3.2 国家政策的扶持 11

4.4 威胁分析 11

第五章 菊乐食品股份有限公司营销策略建议 13

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